Nowadays, most healthcare practices and marketing departments have a blog as part of their marketing strategy. Everyone recognizes the value of blogging; however, most people aren’t blogging correctly. They oftentimes throw together a blog just to say they have one, and looking further into the content of those blogs, you see unhelpful information that visitors probably already know. That’s not blogging strategically. If your practice is relying on your content marketing strategy to convert visitors into loyal patients, you must completely utilize your most valuable player – your healthcare blog.
1. Know What Types of Blogs Resonate With Your Audience
As a healthcare professional or a healthcare marketing expert, you know your audience; however, knowing your audience isn’t enough these days. You also need to understand what type of content engages them. Most of the time, long-form blog posts are your go-to style when it comes to the game of healthcare content marketing. Long-form blog posts help patients identify a problem and learn about available solutions in detail. By using long-form blog posts, you position yourself as a knowledgeable industry leader.
Of course, other types of blog posts are successful as well, including:
- Listicles (a piece of writing or other content presented wholly or partly in the form of a list)
- Visual galleries
- How-to guides
- Video blogs
- Short-form, evergreen articles
2. Create Content for Different Phases of the Patient Journey
When patients are deciding between healthcare practices, they go through stages. The three stages of the patient journey are: awareness of the problem or need, consideration of available solutions, and the final decision.
Not all prospects come to your website at the same stage in their journey. Thus, showing them all the same information is a disservice to both your prospective patients and to your healthcare marketing strategy. You must create content for all types of visitors, including those who are evaluating their alternatives. It is important to always position your long-form blog content to take your visitors through the phases of the patient journey. By doing so, you're preparing them for your offer once they’ve finished reading.
3. Leverage Emotions to Increase Conversions
Humans are emotional creatures, so it shouldn’t be a shocker that we make decisions based on emotions, right? Fortunately, you can leverage these emotions by using words in your blog posts that trigger an emotional response as well as a sense of urgency.
You want to resolve patients’ problems, but you also want them to understand that they need your help right now, and also in the future. In most cases, you can do this by creating informative blog posts to educate patients.
4. Establish Scannable Blog Posts
Once you begin blogging strategically, you’ll attract various different readers to your blog. Unfortunately, you have a very small window of opportunity to gain and hold their attention. The best way to encourage visitors to read your blog is by making the information you present to them scannable.
Creating scannable content helps busy people read your material in a hurry. To do this, utilize:
- Short paragraphs
- Bullet points
- H2, or secondary, headers
This ensures that readers can hit all of your most important points. Focus on creating short paragraphs that give your readers the key ideas of your blog posts so they won't have to read the content in detail if they don’t have the time.
You can learn more about blogging and other content marketing strategies by downloading our free eBook, Tools of the Trade: 7 Fundamentals to an Effective Inbound Marketing Campaign.
Build your effective content strategy around the educated patient. Let's touch base and I will put the Hult Team’s experience to work for you. You can contact me at 309-673-8191 or firstname.lastname@example.org, and together, we can create a better focus on your healthcare Brand.